The Advocate Channel’s parent company, equalpride, and Disney have announced a branded content partnership to develop content for advertisers to strengthen representation.
equalpride is one of four diverse-owned media companies partnering with Disney on the initiative. The others are COCINA, a unit of the parent company MECENAS Media; Group Black; and UnitedMasters, Inc., parent company of creative agency Translation.
“In 2021, we took a stand and asked that all of our Upfront deals have specific inclusion commitments. Now in year three, we are still delivering on our intention in the way we collaborate with brands – 365 days a year,” John Campbell, SVP, client partnerships at Disney Advertising said in a statement. “These collaborations are a natural extension of our ongoing commitment to reflect the diversity of our audience, the workforce, and the world in which we do business and are part of our multifaceted, long-term approach to intentionally and authentically reach our viewers.”
Disney’s portfolio will help distribute the created content by these companies, working to create authentic ways for brands to connect with diverse audiences.
The Advocate Channel’s parent company will work with Disney to develop short-form miniseries that companies can collaborate on.
“Our qualitative research said that the queer community can identify the brands that don’t like us in unison, but they can’t name the brands in unison that support us. If I’m a CMO, if I’m a brand manager, I am going to absolutely drive a truck through that opportunity,” Michael Kelley, president of global growth and development at equalpride, told Adweek. “Right now, I would probably reckon on behalf of all of us, there is no brand category lighting it up, 365, all year long.”
equalpride is a certified LGBTQ+ owned and operated media, digital, social, TV, print, and entertainment company. Its portfolio includes LGBTQ+ brands: Out, The Advocate, Out Traveler,Plus, PRIDE.COM, and the all-new Advocate Channel.